Before launching into the 27th Worldwide Developers Conference, Tim Cook took a moment to address the recent events in Orlando and to celebrate Apple's diversity.
Then came the numbers. All very big, of course.
On the heels of the beta release of iOS 9.3.3, it gets a facelift for iOS 10, with increased 3D Touch integration. Updates include pickup-to-wakeup, in- notification responses, more detailed notifications, faster access to apps and widgets from the lock screen and live video in notifications.
Siri has quickly lost ground to smarter intelligent assistants, and Apple's playing catch up with a Siri software developer's kit (SDK) that programmers will be able to use to integrate the voice assistant into their apps. That means capabilities like in-app search, voice messaging controls, photo searches, payments...you get the idea.
Look for improved autocorrect and Siri interaction, thanks to Apple's own deep-learning technology.
Apple also plays catch-up with Google by rolling out object and scene recognition for Photos, and using AI to cluster photos by relevance; the latter resides in a new Memories tab. It can make slideshow movies with sound automatically.
This includes Apple finally creating a HomeKit app of its own, called Home. It provides control over devices and remote access. It works on the Watch, too.
Calling improvements include an extension API for filtering out phone spam, and the addition of VoIP calling.
Lastly, Messages now support rich content (such as link expansion and video building), bigger emoji with predictions, an in-app camera, scalable text, invisible ink and handwriting and sketches. (Also, "emojifiable" and "emojification" seem to be words now.)
Developers now have an API for Messages, too, called iMessage apps, which will have a dedicated app drawer. Think in-message payments or third-party stickers.
The company emphasized its end-to-end encryption and discussed its work on differential privacy -- maintaining personal privacy but understanding that crowdsourced information isn't private.
Look for the public beta in July, and free upgrade this fall. First check to see if your device will support it.
For the iPad, Apple launched a new app to learn to code, Swift Playgrounds; it will be available for free via the App store in the fall.
Many more operating systems
Wave goodbye to roman numerals: OS X has been rebranded as MacOS; this version is dubbed Sierra. It supports auto-unlock using Apple Watch proximity, a shared clipboard with iOS, better storage management using iCloud Drive, Apple Pay (as long as you have an iPhone), Tabs everywhere and picture in picture.
Apple's also bringing Siri to the desktop, with searches you can refine and pin, and messaging.
Though the latest updates to its TVOS were announced in March, the TVOS operating system for Apple TV gets some more apps and partnerships, most notably Sling. They include a remote app that works like the Siri remote, with Siri voice searches across a lot more shows and movies.
Also welcome: single sign-on (SSO), so that when you log in to your TV, it logs you in to all your apps. It's coming to iOS as well, as is cross-device app syncing.
Apple Watch 2 was announced last December, and Apple follows up with a software update. WatchOS 3 gains some intelligent and much needed enhancements. They include a big performance upgrade, intended to provide instant response. It also gains a iOS-like interaction, scribble responses, plus new and more customizable watch faces (Minnie Mouse!). There's also an "I've fallen and I can't get up" SOS mode, -- including a dedicated algorithm for wheelchair users -- and breathing reminders.
New tools include support for Apple Pay on the Watch and support for APIs that enabled richer interactions.
Maps gets a smarter interface, improved navigation display and CarPlay-based turn-by-turn. Look for more in-app integration, since Apple's opening up the application programming interface to developers.
Apple News gets a similar redesign, and introduces subscriptions and breaking-news lock-screen notifications.